Last Updated on April 17, 2026
Local festivals and holidays are often the peak of digital consumerism in China, and one of the celebrations that Chinese consumers highly anticipate every year is the Qixi Festival.
The younger Chinese population views this holiday as a chance to express their affection creatively. And thanks to the convenience of social commerce channels, foreign brands have the opportunity to reach their target audience, increase brand awareness, and generate sales.
In this post, we’ll explore the importance of Qixi Festivals in China and the digital marketing tips marketers can execute for a successful campaign during the event.
What is the Qixi Festival in China?
The Qixi Festival (七夕节), also known as the Double Seventh Festival or Chinese Valentine’s Day, is a cherished celebration that falls on the seventh day of the seventh lunar month in the Chinese calendar. This year, the event will commence on Aug 29, 2025.
It’s rooted in the story of the Cowherd and the Weaver Girl, a romantic legend that dates back over 2,000 years.
Traditionally, Qixi was celebrated with rituals for young women to demonstrate skills like needlework, viewed as symbols of domestic virtue. In modern times, it’s evolved into a commercial holiday similar to Western Valentine’s Day, with couples exchanging gifts, flowers, and dining out.
Qixi Festival decoration at a night market in Shanghai (Source: China Daily)
Major brands in China now create themed campaigns across social media platforms like WeChat, Xiaohongshu, and Douyin to capitalize on the surge in romantic spending.
While it remains rooted in mythology, today’s Qixi Festival is both a celebration of love and a reflection of how China blends tradition with modern consumerism.
Latest Consumption Trends During Qixi Festival in China
Before creating a digital marketing campaign for the 2025 Qixi Festival in China, it’s important to look at the latest event-related consumption trends to understand how Chinese shoppers spend during this period. Here are a few insights to consider:
- Chinese consumers are looking for traditional gifts during the Qixi Festival (e.g., cosmetics, jewelry, and perfumes)
- Search volumes for keywords like “gift,” “present,” and “gift box” showed a massive increase on Vip.com
- Overall sales on online discount channels rose by 120% during last year’s Qixi Festival
- 22% of Qixi-themed gift boxes sold on JD.com fall under the cosmetics category
- Gen Z and Millennials in China focus more on gifting health and wellness products
- Travel-related activities and products are in high demand during the event
- Chinese consumers are willing to spend an average of 501-2000 RMB (or more) during the Qixi Festival
How to Promote Your Brand During the Qixi Festival in China
1. Social Media Campaigns and User-Generated Content
Foreign marketers must be aware of the power local social media platforms hold, especially during peak consumer seasons like the Qixi Festival. For example, did you know that the hashtag #Qixi was used on Douyin about 66.19 billion times during last year’s celebrations?
Brands can leverage the increased traffic on these channels to amplify their message and meaningfully engage with their audience. Posting content that tells stories of love and devotion can captivate the attention of local consumers.
Huawei’s 2023 Qixi Campaign on Weibo (Source: Daxue Consulting)
Take Huawei’s Qixi Campaign as an example. The brand highlighted how its phones are instrumental in creating bonds and mending relationships. The campaign aligned with the event’s theme, so it quickly went viral and gained over 3.1 million views on Weibo.
Beyond video marketing, KOL collaborations often work well during local festivals. Featuring real couples or top influencers in the content can create relatability and authenticity, encouraging others to engage with the brand.
Louis Vuitton 2021 Qixi Festival KOL Campaign
Interactive campaigns and contests can also drive brand participation and generate user-generated content. Marketers can invite consumers to share their love stories, memories, or creative expressions of affection. Encourage them to use brand-specific hashtags or participate in challenges.
User-generated content showcasing the festival’s spirit can strengthen the brand’s connection with consumers and enhance brand visibility and reach as the content is shared and circulated.
Chinese Platforms You Can Use for Qixi Festival Promotions
To run effective campaigns, you need to be present on the platforms that shape how Chinese consumers celebrate and spend. Below are some of the most relevant apps foreign and local brands can use for Qixi promotions.
- WeChat: With its mini-programs, official accounts, and payment system, brands can create seamless festival campaigns. Many companies run interactive games or limited-time gift cards for Qixi. The platform also supports social sharing, which helps campaigns spread organically.
- Weibo: Around Qixi, popular topics such as celebrity endorsements or romantic challenges gain traction quickly on Weibo. This is where brands often sponsor Qixi-related hashtags or collaborate with influencers to spark conversations.
- Douyin: Douyin’s algorithm-driven discovery makes it easier for smaller brands to gain reach if the content resonates emotionally. Livestream e-commerce is especially powerful here since many consumers shop directly from videos
- Xiaohongshu: This is where younger consumers look for inspiration on gifts, date ideas, and fashion choices for the Qixi Festival. Branded posts, influencer recommendations, and authentic user-generated reviews are especially popular on this platform.
- Tmall & JD.com: These two e-commerce giants dominate festival shopping. They often run themed campaigns with dedicated Qixi landing pages, flash sales, and festival gift sets.
2. Launching Qixi-themed products or discounts
The Qixi Festival is a prime occasion for brands to capture the hearts of Chinese consumers with couple-centric products and romantic gift ideas.
By tapping into the festival’s themes of love, devotion, and heartfelt gestures, brands can create compelling campaigns that resonate with their target audience. Introducing limited-edition products or special Qixi-themed collections can generate excitement and exclusivity, enticing couples to indulge in meaningful purchases.
Qixi-exclusive gift box released by PROYA
Jewelry, fashion accessories, beauty and skincare products, or other customized gifts that symbolize love and commitment can become sought-after items during this romantic time.
3. Collaborating or hosting for an O2O event
During the Qixi Festival, brands have an opportunity to go beyond discounts and create experiences that couples will genuinely remember. Partnering with popular venues or turning a physical store into a romantic setting can help transform the holiday into something special for consumers.
Think along the lines of candlelit dinners, couples’ spa sessions, or curated date-night packages that feel both festive and meaningful. These experiences not only give couples something to enjoy together but also tie the brand to a moment of celebration.
Well-executed O2O (online-to-offline) activations don’t just end at the event itself. They encourage sharing on social media, fuel positive word-of-mouth, and strengthen the emotional link between the brand and its audience.
4. Co-branding with Domestic Brands
One of the most effective ways to stand out during the Qixi Festival is through co-branding with local names that already have deep cultural resonance.
Partnering with domestic players gives foreign brands access to communities that are hard to reach through traditional advertising. It also adds credibility, as consumers see the collaboration as a sign of cultural awareness rather than just a seasonal promotion.
A strong example was the collaboration between YSL Beauty and Peacekeeper Elite, one of China’s most popular mobile games.
Source: Peacekeeper Elite on Weibo
YSL, already known for tapping into pop culture, worked with the game’s developers to create a crossover gift box that featured its “Rouge Paradoxe 21” lipstick. Only 2,000 sets were made available through YSL’s WeChat mini program, which immediately created a sense of scarcity and exclusivity.
To make the campaign even more appealing, the product was introduced by Peacekeeper Elite’s virtual influencer, Gilly. Her digital persona allowed the brand to blend YSL’s high-fashion aesthetic with the futuristic, youth-driven culture of gaming.
What are the Top Product Categories During Chinese Valentine’s Day?
Due to the changing digital consumption patterns in China, Chinese consumers are increasingly looking for products that are not only special but also add tangible value to their lives and relationships. This shift has opened the door for a diverse range of brands to succeed.
Beauty Brands
This is a foundational category for the Qixi Festival. Many brands succeed by releasing beautifully packaged, limited-edition gift sets. A good example is the campaign launched by KANS (韩束) with the Suzhou Silk Museum. The new skincare brand managed to capture the essence of the celebration and incorporated “weaving threads” into the design of their exclusive gift boxes.
Source: KANS on Weibo
Luxury Items
Luxury remains the pinnacle of Qixi gifting. This includes handbags, jewelry, and watches from top global houses. These brands invest heavily in the biggest celebrity ambassadors. Some examples include Burberry collaborating with Zhang Jingyi (Chinese actress) and Rado (Swiss Watch Brand) working with Tan Jianci (Chinese actor and singer).
These top-tier KOLs are instrumental to positioning these brands as high-quality products and reaching more audiences beyond their usual consumers.
Home Living
Gifts that decorate or enhance shared spaces are pretty romantic, too. Home and lifestyle goods, including candles, decorative items, or even red wine and imported steak for romantic dinners at home, saw sales growth of 20–30 percent around the Qixi Festival.
Why the Qixi Festival Matters for Foreign Brands in China
Like the Chinese New Year, the Qixi Festival drives a surge in consumer spending. It’s a chance for brands to connect emotionally with Chinese consumers. Here’s why it matters and how foreign brands can leverage it.
- Cultural Connection: Participating in Qixi shows that a brand understands and respects Chinese culture. A generic Valentine’s Day campaign will not work. Successful brands create sophisticated marketing narratives that creatively reinterpret the classic Qixi legend for a modern audience. This deepens emotional connection and builds crucial brand loyalty among discerning consumers.
- Youth Engagement: Qixi campaigns live and die on social media platforms like Weibo and Xiaohongshu. The festival is overwhelmingly driven by Chinese Millennials and Gen Z shoppers who are digital natives. Brands use Qixi to generate massive online buzz through celebrity partnerships, interactive content, and exclusive online drops.
- High-Value Sales: The festival triggers enormous spending on gifts. Qixi has become a predictable revenue-generating event. This is especially true for brands in the luxury goods, cosmetics, and jewelry categories.
Quick Q&A
What do people do during the Qixi Festival?
During the Qixi Festival, people engage in various activities to honor lovers. Common traditions include making wishes, stargazing, and crafting shaped fruit. Many also pray for love and happiness, making it a day filled with romantic gestures similar to Valentine’s Day, such as exchanging gifts, cards, and flowers.
Your Trusted Digital Marketing Partner in China
By embracing the spirit of the Qixi Festival and adapting their strategies to align with local customs, international brands forge stronger domestic visibility and drive their growth in the Chinese market.
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With its expertise and experience, Sekkei Digital Group can guide international brands on their journey to authentically connect with Chinese audiences and create compelling campaigns that leave a lasting impact.
Whether you’re launching an e-commerce store or looking for a KOL to work with, we have all the digital solutions you need. Contact us today, and let’s start working on your Qixi Festival campaign.
References:
What did Chinese consumers splurge on this Qixi Festival?
8 Luxury Brands That Won Over Qixi Festival Shoppers
Qixi Festival spreads love across China
Chinese Valentine’s Day: Decoding how brands craft Qixi campaigns